British Horseracing begins digital drive to reach new audience
British Horseracing is set to launch a multi-channel digital campaign as it aims to reach a new audience for the sport as part of the Racing for Change initiative.
Following a three-way-pitch, Liverpool digital agency Rippleffect has been tasked to develop an interactive campaign ‘Love the Races' which will aim to widen the appeal of the sport and also convey the experience of a day at the races.
The strategy will focus on social media and mobile marketing, with social media being used to recruit brand ambassadors from across the UK.
The ‘Voices of the Race’ advocates are currently being recruited and will relay their experiences through the use of blogs, videos, Facebook, Twitter, Flicker and YouTube.
Craig Johnson, commercial director at Rippleffect, said: “Sporting brands need to be more inclusive and innovative in the way they attract ever more demanding audiences. This campaign places huge importance on encouraging race goers to create content for the site, such as reporting from trackside, and taking part in photography or video competitions.
“It’s important the campaign allows people to get under the skin of horseracing through the website and complementary digital channels used by audiences not familiar with an enjoyable racing experience. The digital campaign will gather fans and give them more exposure to horse racing which in turn, will help increase the numbers of visitors to race courses across the UK.”